More than 50 protesters gathered at the corporate headquarters of Blue Cross Blue Shield of Minnesota in Eagan on a chilly Wednesday afternoon, voicing their concerns over the potential loss of the Silver Sneakers senior gym memberships. The protest aimed to secure the full reinstatement of Medicare Advantage fitness benefits that many seniors rely on for gym access at locations such as YMCA and Life Time Fitness throughout the Twin Cities.
Organizers Terre Thomas and Steve Brandt, a former reporter and current member of the Minneapolis Board of Estimate and Taxation, led the rally, which included a brief, coordinated step-tap dance. They were invited by Blue Cross to move their 30-minute picket from a grassy area to the larger parking lot, allowing for a more visible demonstration. Prior to the protest, Thomas and Brandt had a constructive meeting with Dr. Mark Steffen, chief medical officer for Blue Cross Blue Shield of Minnesota, along with the insurer’s marketing and Medicare Advantage teams.
During their discussions, Thomas emphasized the importance of dialogue. “There were a lot of people at the rally that said this is all about corporate greed,” she stated. “I don’t think that’s true. It’s math.” She noted that Blue Cross expressed a willingness to listen and explain the financial aspects of the situation.
This year, Blue Cross Blue Shield of Minnesota partnered with Tivity, a third-party benefits administrator, to offer Silver Sneakers memberships to all 425,000 of its Medicare Advantage members. Approximately 26,000 members registered for free gym memberships at YMCA and Life Time Fitness locations, categorized as Tivity’s “premier level” of service. Despite this high registration number, only about 11,000 seniors were active participants, leading to concerns over the sustainability of the program, given that the contract pricing was “per head,” as mandated by law.
By June, Blue Cross Blue Shield had largely finalized its benefits for the upcoming year but soon learned that UCare, a nonprofit health plan, would be terminating all of its Medicare Advantage contracts by 2026. This transition is expected to shift many UCare members to other providers, including Medica. Notably, between 100,000 and 150,000 UCare members are anticipated to join Blue Cross Blue Shield, raising its total Medicare Advantage membership beyond 500,000.
The influx of new members has significantly increased the cost of covering Tivity’s premier service, according to Blue Cross officials. In response, Thomas proposed potential solutions, including subsidizing or negotiating affordable memberships for seniors at YMCA and Life Time Fitness. However, Blue Cross representatives indicated that any such adjustments could not be implemented until at least 2027.
In light of the changes, YMCA has offered discounted rates to Silver Sneakers members affected by the alterations in benefits. The new rates will drop from $77 to $49 for individuals, and from $110 to $79 for couples.
While Blue Cross Blue Shield Medicare Advantage members still have access to over 200 alternative gym sites throughout the Twin Cities, many facilities, particularly boutique gyms and nursing home-based locations, have limited hours and fewer senior-focused classes.
Dr. A. Mark Fendrick, a professor of internal medicine at the University of Michigan, underscored the significance of exercise for seniors. “The evidence of the health benefits of exercise cannot be overstated,” he stated. “Every study of cognitive health to cardiovascular health to cancer survivorship to mental health shows regular exercise improves outcomes. More is always better.”
As discussions continue regarding the future of fitness benefits for seniors, the outcome remains critical for the health and well-being of many in the community.
